ABSTRACT
For years, retailers have been testing new marketing and media campaigns, new pricing promotions, and the merchandizing of new products with freebies and halfprice deals, as well as a combination of all of these offers, in order to improve sales and revenue. With mobiles, it has become increasingly easy to generate the data and metrics for mining and precisely calibrating consumer behaviors. Human habits are intractable, inexplicable, and ingrained-they are so strong, in fact, that they cause consumer brains to cling to them at the exclusion of all else.
